
Published 15 August 2023
Brynn Valentine
With 70% of global millennials and 66% of Gen Zers feeling anxious about being “beach body ready” (Estrid, 2023), supportive beauty brands, such as I Am Proud, Dove and Estrid, are creating social media, out-of-home and in-person activations championing more attainable beauty ideals this summer.



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The Youth Marketing Strategy Festival 2026 (YMS, May 21, London) assembled agencies, strategists and brands including Adidas, KFC, Expedia, Oatly, Boots and Currys to discuss engaging Gen Zalpha. Vital topics included new spending personas, weird content and chaos marketing, the ‘laws of cultural relevancy’,...